Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up

View Sample PDF

Author(s): Ross A. Malaga (Montclair State University, USA)
Copyright: 2009
Pages: 17
Source title: Consumer Behavior, Organizational Development, and Electronic Commerce: Emerging Issues for Advancing Modern Socioeconomies
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-60566-126-1.ch005

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Consumer Management

Purchase

View Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up on the publisher's website for pricing and purchasing information.

Abstract

A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment. A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after each phase in the project. The results indicate that SEO is an effective method for improving search engine rankings and site traffic. In addition, the costs and benefits of the SEO project are compared with a pay-per-click (PPC) search marketing campaign. The SEO project proved more cost effective than the PPC campaign.

The IRMA Community

Research IRM

Search Engine Optimization an Action Research Project: Initial Results and Two Year Follow-Up

Purchase

Abstract

Related Content

IRMA Sponsors